The Trust Deficit: Brand Transparency and the New Rules of Retail
EPISODE #248
Summary
Featuring: Kimberly Shenk, Co-founder and CEO of Novi Connect
This episode is brought to you by BigCommerce
In today’s market, trust isn’t just a differentiator — it’s a requirement. But proving your brand lives up to its claims? That’s where things get complicated.
In this episode of Retail Remix, host Nicole Silberstein sits down with Kimberly Shenk, Co-founder and CEO of Novi Connect, to explore how consumer trust is evolving. Drawing from her unique background as a U.S. Air Force data scientist, Kimberly shares how Novi is helping brands and retailers like Amazon, Target, Sephora and Ulta back up products’ health, safety and sustainability claims with real data — and why it matters more now than ever. Together, they discuss:
- Why traditional brand trust is no longer enough — and what’s replacing it;
- What consumers today actually care about when it comes to ESG — and how to communicate it;
- The measurable impact of verified product claims on discovery, conversion and loyalty; and
- How AI and large-language models are reshaping online merchandising in the digital age.
RELATED LINKS
- Learn more about Novi Connect’s work with retailers
- Check out the NYU Stern Sustainable Market Share Index
- Read more about shifting trust dynamics in the article from McKinsey: Consumers care about sustainability—and back it up with their wallets
- Explore trends in values-based commerce from Retail TouchPoints
- Check out past episodes of Retail Remix
———
Tired of rigid ecommerce platforms and hidden fees? BigCommerce gives you the flexibility to build and scale your store your way — with no extra fees for using the tools you love. Whether B2C or B2B, BigCommerce powers ecommerce that works for you. Learn more at bigcommerce.com/retailremix
Summary
Featuring: Kimberly Shenk, Co-founder and CEO of Novi Connect
This episode is brought to you by BigCommerce
In today’s market, trust isn’t just a differentiator — it’s a requirement. But proving your brand lives up to its claims? That’s where things get complicated.
In this episode of Retail Remix, host Nicole Silberstein sits down with Kimberly Shenk, Co-founder and CEO of Novi Connect, to explore how consumer trust is evolving. Drawing from her unique background as a U.S. Air Force data scientist, Kimberly shares how Novi is helping brands and retailers like Amazon, Target, Sephora and Ulta back up products’ health, safety and sustainability claims with real data — and why it matters more now than ever. Together, they discuss:
- Why traditional brand trust is no longer enough — and what’s replacing it;
- What consumers today actually care about when it comes to ESG — and how to communicate it;
- The measurable impact of verified product claims on discovery, conversion and loyalty; and
- How AI and large-language models are reshaping online merchandising in the digital age.
RELATED LINKS
- Learn more about Novi Connect’s work with retailers
- Check out the NYU Stern Sustainable Market Share Index
- Read more about shifting trust dynamics in the article from McKinsey: Consumers care about sustainability—and back it up with their wallets
- Explore trends in values-based commerce from Retail TouchPoints
- Check out past episodes of Retail Remix
———
Tired of rigid ecommerce platforms and hidden fees? BigCommerce gives you the flexibility to build and scale your store your way — with no extra fees for using the tools you love. Whether B2C or B2B, BigCommerce powers ecommerce that works for you. Learn more at bigcommerce.com/retailremix
